A decade ago, it would have been safe to assume that you were reading this through an internet browser. Gathering data on your reading habits was fairly straightforward in those days because your browser yielded information that was relatively complete, especially when you consider the rather small universe of digital media then.
Times have changed. Today, the browser is just one of many places where customer behaviors and interactions can be captured. As the universe of channels, touch points, and devices expands, so has the browser’s importance begun to shrink. Brand marketers who won the battle for the browser were the biggest winners in the past. Today, and in the future, the successful brand marketers will be those who move beyond the browser and follow their customers into a cross channel world.
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